Blogs have many reasons for being, but one not frequently discussed is their use as a marketing tool. In an earlier post, I noted that blogs provide a small sample of what you have to offer. In marketing, you always want to build on established foundations, and leverage brand awareness already created. Therefore, a good blog post can be taken to a higher sampling level.
Here are what I call the 5 R’s of blog marketing and outreach. It starts with these four:
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- RSVP
- Recycle
- Go Retro
- Reach Out
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RSVP – This is essentially following up on a previous conversation or interest you know someone has. If a prospect or client likes the Jets and your post is on their chances to make a SuperBowl run, then send a link in the post in a very personalized email. Or, if a reader or prospect just got a new dog, and you have a funny post about your dog, dust it off and send a link to it as part of your congrats to them in being a new puppy master.
You are using your blog as an RSVP to followup and let the recipient know that he or she is on your mind. This is a classic sales technique that lets you stay in touch with a prospect on a personal level.
Recycle — This technique is similar to the RSVP, but leverages your archives. If a customer is talking about a topic that you wrote about a year ago, do some research leg-work on their behalf. Go into your own archives, find the link and send it to them as followup to your conversation with a “thought you might find this of interest.” The fact that it’s from your archives shows that you were thoughtful about this topic long before the last conversation and gives you credibility as someone who has been on the case longer than just the last week.
Go Retro – Just because blogging is a digital medium, don’t be afraid to go Retro. Create a pdf of an insightful post, Reprint it (yes, print it out), and (OMG) snail mail it to customers or prospects. Again, this maximizes your archives, but also lets you reach customers who may not yet be blog savvy or comfortable. In marketing, no one medium ever saves the day, so you are making sure to layer your message across medium to allow the message to break through. Even if the person has already read the blog post, the direct mail can serve as a reminder of one of your areas of expertise.
Reach Out. Blogging is not a Field of Dreams. If you write it, they will not automatically come. Therefore, you have to reach out and let people know about posts. Use your email list to send out a notice with a link to a specific post. Give the recipient a tease about the topic, i.e. “Thought you’d like this post about the 4 ways to market your blog. Here’s the link. “
What’s the 5th R? Marketing is a never-ending endeavor. Don’t let old or new posts linger on the vine. Nurture a following for them by employing the biggest R technique of all – Reinforcing value. Use one or all 4 of the R’s above in sequence, as needed, or all at once. The key is to value your own content, and leverage it to keep the message fresh, and your connection with people, readers and prospects fresh and personal.
Rhona
I don’t have a good picture of point #5 re blogs.Do you mean if the blog author does 1 thru 4 then they are reinforcing value?
I thought your first 4 points were excellent.
Yes, Ruthan, that’s it exactly. Each and all of the four help you reinforce value, which is the most important marketing endeavor of all. There are other ways to reinforce value, but each of the four Rs help you reinforce your message. If your message is on point, it is also reinforcing your value proposition. Thanks for the comment.
Rhona:
Good, simple, solid points with a lot of substance. Thanks for posting them!
John
I really like your points Rhona. Your 4 R’s are really about the biggest R of them all, relationships. Building one relationship at a time builds a strong audience for your blog. I’ll start using your tips immediately. Thanks!
Relationships! The Biggest R of them all. You’re so right Doug. Almost every reader I have is one I knew before I started blogging, who then Referred someone that they knew. It’s rare a total stranger can’t wait to read your latest blog post, so using the R’s to entice your current readers and relationships is key to building a base. Thanks for the reminder.
All of the R’s are right on. The one that resonates with me the most is the Reaching Out element.
Too many times people think that by setting up a blog and posting a few times a week is going to get them online exposure. It won’t if they just sit back and let the blog do the work for them.
Streaming your blog into your Facebook account, talking about it on Twitter or another social media platform, and commenting on other like-minded blogs will help your blog gain exposure.
Also, don’t forget to submit your blog to blog directories such as Technorati, Google Blog Search, and Networked Blogs.
This was a very insightful post, which re-enforces what I am trying to do with my new blog site. I am in the process of trying to build “real” relationships with people in my craft. I have set up two Face Book accounts because I want it to be separate from my social site. The next step for me is actually posting to share my poetry. Thanks…Celeste